86 .. ' " ''''"", j' .W :if :..'w: .i.' .' j/ .: J N::>:"" <Øo'< ;M.. :;r :..\ , ) ; .\. .0 f ( fr -0- <^ ,t .: 1". , : ,: .. ..do ""'"' -.. þÞ , . .' :: :::. ::., .1:..... I!. ', \\,1.\\1' II' : 10'" íi .. <"^ U., _, .,<.. j, ï<'; ØA ."mA . d Co: "^ J' . ,, '> .,:' . u' $" . >$ : _ .. r << , ""oO$.... ",. Introducing The Flip-Top Scale. Our newest Weighing Machine. Nothing mars its clean lines. Not even a dial. At least not until you step on it. Until you do, the dial is neatly hidden behind a streamlined, flip-top lid that forms a part of a handsome carrYIng handle. So step on it. The streamlined lid flips up, revealing large, easy-to-read numerals, which, thanks to exclusive Health-O-Meter quality, give the best measure of your weight of any bathroom scale made. A low profile and cushioned vinyl mat that looks and feels like quilted brushed silk, add to this scale's dressy good looks. And the long-wearing mat is washable to keep it looking good. Such attractiveness won't go un- noticed in your bedroom or bath. Available in five dec- orator colors at leading department " stores and bath- shops every- where. . , , . '"V , . . '. .,,"" " ' . . ... , .:..::. "V :('-"".,,: Health.O.Meter Continental Scale Corporation 5701 S Claremont Ave., Chicago, Ill. 60636 . j .,.! t :k â 7pio'M '> ^' ^ )oio......, .... "::. ;:: * !1 k the United States? Man) of the large- per cent. Again the displacen1ent of scale technological displacen1ents in in- technologies with relatively weak eI1- dustr) and agriculture that have oc- vironn1ental in1pacts by technologies curred since 1946 are n1uch n10re with stronger impacts has been ac- prone to pollute than the older ones ('on1panied h) significant inci edSes in they have displaced, and the new tech- profi tability. nology has clearly played an important The costs of environlnental degra- role in the profitability of postwal busi- dation, it appears, îre horne chiefly by ness enterprise. A good example is the society as a whole, in the for111 of ex- Inassive displacement of soap by syn- ternalities, rather than by the produc- the tic detergents. In 1947, when the er. A business enterprise that pollutes cleaning-product industI y produced the environment is therefore being sub- essentially no detergents, its profit sidi7ed h) society, and to this extent the alnounted to about thirty per cent of enterprise, though free, is not whoH) sales. In 1967, when the industry plO- pI ivate. When .:l 111anufacturing proc- duced about one-third soap and two- ess borrows fro 111 the ecosystL111 and thirds detergents, the profit was about incurs what n1ight be cal1ed "a debt to forty-two per cent of sales. Fro111 the nature" in the forIn of pol1ution, there data for intervening years, it C ln be is an i111I11ediate saving for the produc- computed that the profit on pure-de- er. At the sat11e tin1e, pollution often tergent sales is ahout fifty-two per cent, adds to the living costs of the popuLt- considerably higher than the pl()fit on tion as a whole, 1110St of which consists pure-SO.:lp sales. This 111ay help to eÀ- of wage earners rather than entrepre- plain why soap, dèspite its continued neurs. Thus, when the worker" in the usefulness for most cleaning purposes, vicinitJ of a power plan t find th<:.Îl has been driven off the l11arket by de- cle lning costs increased hecause of soot tergents. ..A.nother important exal11ple en1itted by its stacks" their wages .:lre is provided in the displacen1ent of reduced by the an10unt of that increase. sl11all, low-powered autol11obiles by In essence, the workers' extra cleaning large, hIgh-powered ones An article costs subsidize part of the cost of oper- in Fortune has noted, "As the si7e and ating the power plant. Of course, it selling price of a car are reduced, then, 111ay have taken fifteen or twenty years the profit 111argin tends to drop eVen of environn1enta] pollution fron1 indus- faster. A standard U.S. sedan with l trial plants along the shot e of Lake b lsic pnce of $3,000, for example, Erie, say" before the burdLn of wdste yields sOl11ething like $250 to $300 in reduced the water's oxygen content to profit to its manufacturel. But when zero, halted the self-purification proc- the price falls by a third, to $2,000, ess, and fouled the heaches so hadly that the factory profit drops b) about half. in order to en joy a swin1 the plants' Below $2,000, the decline grows even workers had to add to their cost of living 1110re precipitous." The introduction of the price of admission to a Swil11111ing a car of reduced environn1ental in1pact, pool. Sin1i]ady, chronic low-level eÀpo- which would necessanl} have a rela- sure to radiation, n1ercury, or DI)'T 111.:t)' tively low-powered, low- ...., "horten a wage earner's ",., ';þ f "". -:. ... compression engine and "C'! ',; ;:t. " life without reducing hi", a low over-all weight, - -- - incon1e or L ven causing .. '-:;: .... would sell at a relative- .... hin1 to incur èÀtra 111edi- ly low price, and it would . : . .o\ cal costs during his Jife- therefore yield a sn1aller f _ ._ - tin1e. In thIs case, the cost profit than the standard of poHution is not n1<:.t for heavy, high-powered, Q a Jong time; the biJl is high-polluting vehicle. finaH) paid hy the wage This n1av explain the re- earner's prelnature death, cent ren1ark by Henr} Ford II that which-apart fron1 the feelings of his "n1inicars make n1iniprofits." Steel and fa111i1y and friends-can be reckoned lun1ber have been increasingly dis- in tern1S of a certain number of years placed as construction 111aterials by alu- of lost incon1e. minum, cen1ent (in the form of con- The econolnic theory of the private- crete), and plastics. In ] 967, the profits enterprise systen1 is based ver) suh- (in relation to total sales) from steel stantiallyon the advantages of growth. production by blast furnaces and lum- And yet the total rate hy wInch 111cn ber production were 12.5 per cent and exploit the earth's ecosJ steIn has S0111C 15.4 per cent, respectively. The prod- upper lin1it; if this rate is exceeded, the ucts that have displaced steel and lun1- systen1 will eventuaIl) be driven to col- ber yielded significantly higher profits: lapse. Hence, all productive S} Stt:111S alumlnun1, 25.7 per cent; cement, n1ust eventually reach a no-growth 37.4 per cent; plastics and resins, 21.4 condition-at leclst with respect to the !:*" --- !W ? t